RE-ARRANGE YOUR FACE PUZZLE by TBWA\Neboko Amsterdam for Duco Events

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RE-ARRANGE YOUR FACE PUZZLE

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market New Zealand
Agency TBWA\Neboko Amsterdam
Executive Creative Director Andy Blood
Creative Director Guy Roberts
Copywriter Tara Mckenty Iain Nealie
Released March 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: DUCO EVENTS
Product/Service: BOXING EVENT
Agency: TBWA\TEQUILA\DIGITAL\SHIFT
Date of First Appearance: Mar 10 2010 12:00AM
Entrant Company: TBWA\TEQUILA\DIGITAL\SHIFT , Auckland, NEW ZEALAND
Executive Creative Director: Andy Blood (TBWA\TEQUILA\DIGITAL\SHIFT)
Creative Director: Guy Roberts (TBWA\TEQUILA\DIGITAL\SHIFT)
Art Director: Tara McKenty (TBWA\TEQUILA\DIGITAL\SHIFT)
Copywriter: Iain Nealie (TBWA\TEQUILA\DIGITAL\SHIFT)
Account Director: Blake Crosbie (TBWA\TEQUILA\DIGITAL\SHIFT)
Account Manager: Sam Macauley (TBWA\TEQUILA\DIGITAL\SHIFT)
Media placement: TVC - Television - March 10th
Media placement: Direct Mail - Addressed Direct Mail - March 5th
Media placement: Print - Canvas section the Weekend Herald - March 27th

Describe the brief/objective of the direct campaign.
We needed to promote the heavyweight boxing clash between local boy David ‘The Tuaminator’ Tua and his Las Vegas opponent Friday the 13th Ahunanya. Boxing matches are always talked up, so we decided to pick well-known sports journalists and use them as our media channel; The 40 biggest mouths of sports broadcasting such as: Chris Rattue (NZ Herald), Howard Dobson TV3, Andrew Saville (One News) Murray Deaker (Newstalk ZB) and Martin Devlin (Radio live) figuring their motor-mouths would sell the fight and in doing so the tickets we needed to shift in order to sell out the stadium.

Explain why the creative execution was relevant to the product or service.
In the OOH part of the campaign we described Boxing as being ‘The Noble Art of Beating the Crap Out Of Someone’. It’s a dichotomy unique to professional boxing. And we wanted to ‘suggest’ as much as we could without resorting to an obvious blood and guts ploy, and found the children’s toy to be an elegant solution to that.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We sent broadcasters a personalised flow wrapped pack that enabled them to talk up the fight for us, actively firing up the rivalry between the fighters. We used the device of a well known children’s toy with the boxer’s faces on opposing sides, allowing the journalists to playfully rearrange each face. It could have been easy for some commentators to label the fight as no contest, but by providing the media with a pack that put a face to the unknown opponents name, and contained all the stats necessary to talk up the fight we actively enabled further promotion.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Against predictions the fight actually sold out, with the venue opening up a further 200 hundred seats to accommodate the extra punters. The success is attributable to the word of mouth promotion from our chosen media channel: the biggest mouths in sport.